How to Create Newsworthy Content

Tug CredentialsAGENDA

• Research the hook

• Using Data

• Utilizing quotes, sources, and interviews

Tug CredentialsResearching the hook

You need a ‘news peg’• It gives your reader a reason to pay attention because it connects them to the here and now

• Where to find them?

• Press releases

• Wikipedia

• Google News

• Newsjacking

Tug CredentialsResearching the hook

Press releases• Subscribe to and receive press releases via e-mail, e.g. PR Newswire

• A good press release will give you the news peg

• You can also use it to create your own hook

Tug CredentialsResearching the hook

Wikipedia• Find out what celebrations or anniversaries are happening any day of the year

• Allows you to start thinking ahead

Tug CredentialsResearching the hook

Google News• Search for the latest news in your industry

• Write your opinion about the news or give a differing view or angle

Tug CredentialsResearching the hook

NO!

Newsjacking• Inject your ideas into the day’s news stories to draw attention to your content

• Can be tricky and requires quick thinking

Tug CredentialsResearching the hook

Newsjacking: A How-To• Set up alerts• Google Alerts• RSS Feed• Twitter

• Write quickly and accurately. Publish immediately.

• Check Google’s Keyword Search Volume or Google Trends

Tug CredentialsResearching the hook

Keyword Search Volume• This will provide valuable information on what people are searching for

Google Trends

Tug CredentialsUsing Data

Statistics• People love statistics, it helps them put information in perspective

• Find data where it is available

• Gov.UK

• Google Insights or Trends

• Present it in a cool or interesting way• Data Visualization• Infographics• Maps

Tug CredentialsUsing Data

Data Visualization

Tug CredentialsUsing Data

Infographics• There are tools to help you make them• infogr.am• visual.ly• Carto DB (mapping)• Gephi (network analysis)

• An excellent list here: http://www.creativebloq.com/design-tools/data-visualization-712402

http://www.visual-literacy.org/periodic_table/periodic_table.html

Tug CredentialsUsing Data

Infographic vs Data Visualization

http://www.forbes.com/special-report/2011/migration.html Source: Handshakez

Tug CredentialsUsing Data

Maps• Word Clouds• Wordle

• Heat maps

• Interactive maps

Source: Gotta Keep Movin’

Tug CredentialsQuotes, Sources, Interviews

Quotes, Sources and Interviews• Give life and add colour to your content

• Offer another side to the story

• Improve storytelling and often give you a great hook

Tug CredentialsQuotes, Sources, Interviews

Help a Reporter Out• HARO - http://www.helpareporter.com/• Daily newsletter that sends out

queries for sources

• Useful for high profile sources

Tug Credentials

Alyssa James alyssa.james@tugagency.com

@aaljameshttp://www.linkedin.com/in/alyssajames